CDs and Generation Alpha: Arbiters of Taste or Another Symptom of Trend Culture?

Vinyl’s smaller, sturdier cousin – the CD – was born in the late 1970s, but really came into its own in the decades to follow. By 2007, over 200 billion had been bought and sold across the globe. However, the creation of streaming giants iTunes and subsequently Spotify, Prime Music and other competitors has led to the gradual decline of physical forms of music. It seems strange then, that the most tech-savvy generation yet is turning to these more dated forms of media. A recent survey from Key Production revealed that 46% of Generation Alpha (those born in 2010–2025) listen to CDs.

Market research has demonstrated that Gen A are extremely brand-aware, with less disparity in preference and taste compared with older generations as has been the case in the past. The products beloved by Millennial mummy and daddy are also coveted by their 10-year-old, yet I bet you can guess who’s footing the bill.

Being raised on trend culture and social media, perhaps making the choice to own physical media will encourage Gen A to develop their own unique musical tastes, rather than the endless accessibility offered by streaming services. It may encourage a generation of kids who are prouder of their own individuality.

The notable purchasing power enjoyed by Generation Alpha, hastening towards more mature brands and seeming to skip those awkward years of being a pre-teen and making Video Stars, coupled with the obsession with being always on trend, also provides possible motivation for their new penchant for CDs. With the latest fad being a form of social currency – take anything from Starface pimple patches to Stanley cups and SonnyFace phone stickers – the visual aspect of ownership and possession may also be a key motivation.

With the ubiquity of tablets and smartphones, it is definitely surprising that more Gen A are opting for CDs. Research from Infobip showed that 66% of Gen A are using tablets at age five or younger. In addition, a quarter of Gen A kids in Britain would rather spend time on their iPad, tablet, smart speaker or other devices than socialise with peers in person. Opting for CDs provides the benefit of less screen time and a chance to detox from the at times overbearing technology and social media these kids are raised on.

Another factor to be considered is the cyclical nature of trends and growing affinity for vintage, retro and the feelings of nostalgia they bring in tow. As seen particularly in fashion, trends do have a habit of coming back around. Some estimate this process to happen at a rate of about 20–30 years – think the resurgence of the 80s bootcut jean in the 2010s and the current hype for Y2K, a style emblematic of the 90s. Following the same logic, it makes sense that CDs, a cultural mode of music production and consumption rife around three decades ago has reared its head again now. Gen A’s chronic online presence and obsession with trend culture offers a breeding ground for this resurgence to be spread.

Moreover, research has also shown that Gen Alpha children enjoy a closer relationship with their Millennial parents, due to more democratic parenting style and an emphasis on being present. Individuality is celebrated and parents are more likely to encourage their kids to stand up for their beliefs.

It makes sense that Millennial parents are eager to distance their children from the technology they’ve practically been raised on, as a clear preference has emerged among parents to have the kids playing outside as opposed to, say, outside on Minecraft.

Indeed, according to a recent survey carried out by Key Production, only 20% of Gen A parents prefer that their kids use smartphones as opposed to CDs or vinyl to listen to music.

In summary, this surprising trend allows iPad kids a healthy and encouraging digital detox. Being often characterised as environmentally conscious and tech-savvy, ultimately, Gen Alpha’s acceptance of CDs is emblematic of their quest for identity and individuality in a world of overconsumption, instantaneity and overstimulation. Maybe there’s hope for them yet...

...or perhaps not.

Words by Esther Fenwick.